Digital advertising and marketing: only the best ideas worldwide, since 2003

Missing Person Pre-Roll

Have you ever hit that ‘Skip Ad’ button on YouTube? Unless you don’t know what YouTube is, you probably have. A lot. After all, the ads are in the way of seeing the video you really came to see. So how about these couple of (un-skippable) seconds were filled with information that could save a person’s life?

The Australian Federal Police and VML have launched ‘The Missing Persons Pre-Roll’, aiding the search for new information and leads on over 1,600 long term missing persons in Australia. Using geo-targeting allowed the campaign to focus on the locations that each missing person was last seen. Additionally, the standard YouTube ‘Skip’ button was re-skinned to say ‘Yes, I have’ or No, I haven’t’. Great way to re-interpret and change an existing media behaviour.